In a significant move that marks a new era for a family business with deep roots in the fruit industry, WT Hill & Sons, a company with a remarkable 139-year history, has rebranded itself as Colina Fruits.
This change not only reflects the company’s evolving identity but also its growing influence in international markets. William Hill, the Director and fifth-generation leader of the company, provided insight into the reasons behind the rebrand.
"We realised that 'WT Hill & Sons' could be mistaken for any type of business, like an accountant or solicitor, and many of our overseas clients found it a bit of a mouthful. So, back in March, we decided to refresh our brand. We believe that 'Colina Fruits' better represents our family business and our commitment to quality produce. The response from our clients has been very positive so far."
This rebranding signifies more than just a name change; it represents the company's dedication to its core products and values. Colina Fruits specialises in soft fruits, with blueberries taking centre stage, followed by strawberries and raspberries. These fruits are not just products but symbols of the company’s commitment to quality and ethical farming.
"Blueberries are our main product," said Will. "Strawberries, raspberries and cherries have always been very close to our hearts. Our business is growing steadily and we're seeking growers who share our family values and ethical standards. This year is shaping up to be our best yet."
A key aspect of Colina Fruits' success lies in its strong relationships with growers. Will emphasised the importance of these partnerships, noting that the company goes to great lengths to support its growers.
"We carefully select and support our growers, making sure they understand our processes and limitations. We invest in them and help during tough times; this way we get more commitment."
Blueberries: A Year-Round Staple
Colina Fruits offers a year-round supply of blueberries sourced from South America, Europe, Morocco, and South Africa. While the company collaborates with UK growers, it does not supply UK-grown blueberries to its customers. The reason is simple: blueberries are notoriously difficult to grow, and many growers abroad have developed advanced techniques that result in superior produce.
"While we do work with UK growers, we don't supply UK-grown blueberries to our customers. Blueberries are difficult to grow, and growers in other countries often have more advanced techniques. Many of these growers gained experience here in the UK and have since taken their skills back home."
Will also pointed out the distinct nature of blueberries compared to other soft fruits like strawberries and raspberries.
"Blueberries are also a very different product from strawberries and raspberries. The British consumer looks out for UK-grown strawberries and raspberries each year, and a locally grown strawberry in the summer tastes amazing, while imported ones bought in December are not quite as special. Blueberries, however, remain consistent in quality throughout the year, making them a staple on shelves all year long."
Strawberries: Navigating the Challenges of Supply
Strawberries, a beloved product of Colina Fruits, have not been without their challenges this year. The supply chain for UK strawberries has faced significant peaks and troughs, which have led to market saturation and wasted opportunities for export. Will shared his frustrations with the current state of affairs.
"This year, like most, we've faced peaks and troughs in the supply of UK strawberries. When there's a surplus, the market becomes saturated. We had a great opportunity to export some of the excess crop to Poland and generate income for our growers, but the red tape was overwhelming, and the fruit ended up stuck. It's frustrating – every year, there's an oversupply that could be exported to support our growers, but instead they often must take reduced rates or pay to have the fruit destroyed."
Despite these obstacles, Will remains optimistic about the future, particularly regarding the potential for expanding exports to Eastern Europe.
"We're trying to lead the way with exports, but these challenges need to be resolved. We have the products and the customers, but getting the fruit to them is very difficult. The Polish market, along with other emerging Eastern European economies, is growing rapidly, and we're very interested in expanding our presence in Europe. I believe we can make a significant impact there."
As Colina Fruits embarks on this new chapter, its legacy of quality and commitment to its growers remains steadfast. With a renewed brand and a clear vision for the future, Colina Fruits is poised to continue its tradition of excellence in the fruit industry, both at home and abroad.
For more information:
William Hill
Colina Fruits
Tel: +44 7545 019 561
will@colinafruits.com
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